Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Butter and Spreads in France

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Executive Summary

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PROSPECTS

Despite maturity, butter sees growth due to diminishing concern about calories and fat

Butter is a mature category in France, as consumption remains amongst the highest globally, and the country is a top producer of butter. The ingredient is vital for French cuisine and is consumed daily.

Growth continues despite fluctuations in butter price

The price of butter increased very suddenly in 2018, due to low supply in France. Manufacturers often prefer to satisfy international demand for butter first, as they can set higher prices, which can lead to shortages in France.

Cooking fats and margarine and spreads impacted by less natural image

Cooking fats is in structural decline. These products suffer from a perceived lack of naturalness amongst consumers, whilst the popularity of vegetable fats such as olive oil is increasing.

COMPETITIVE LANDSCAPE

Strong competition leads to product innovation

Groupe Lactalis continued to lead butter and spreads in value terms in 2019, thanks to its premiumisation strategy for its flagship brand Président. The brand offers a wide variety of butter products, from the premium Beurre Gastronomique range to reduced fat butter.

Players withdraw from margarine and spreads due to poor prospects

In contrast with butter, the competitive landscape in margarine and spreads is highly consolidated, with the three leading players accounting for the vast majority of value sales in 2019. St Hubert led, followed by Unilever France.

Decline for private label due to shortages and changing consumer behaviour

Private label accounts for a significant value share within butter in France, represented by major retailers. These retailers operate in a consolidated environment, which allows them to largely influence prices, which are set once a year during a period of commercial negotiations strictly shaped by the government.

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Packaged Food in France - Industry Overview

EXECUTIVE SUMMARY

French consumers choose healthier, more premium, more transparent products

Consumption of plant-based products increases due to rising flexitarianism as well as veganism

Competition intensifies in organic packaged food leading to more affordable organic products for consumers

Online retailing of packaged food is developed by the inclusion of meal kits

The forecast period is expected to be characterised by trading-up trends

FOODSERVICE

Sales to Foodservice

Foodservice operators demand healthier and free from packaged food from their suppliersNew chains offering ethnic cuisines support the ongoing volume growth of packaged food to foodservice Sales to foodservice improve in quality to address consumers’ concerns over ingredients

Consumer Foodservice

Gourmet food halls emerge in consumer foodservice Foodservice operators expand their offer to a wider consumer base by catering to more dietary requirements and preferences and enabling online orderingNew concepts that offer traditional French cuisine focus on high-quality ingredients that are affordable